Special Coverage

The CEO of Continental Tire North America Inc. says the proper term is “winter tires,” and they could heat up business for new-vehicle dealers suffering from the current market decline.

If dealers provided services such as winter-tire storage and wheel/tire changes, it would create more opportunities for customer interaction, Schoenberg tells Ward’s here during the North American International Auto Show. And increased customer interaction portends higher revenues.

But first, North American consumers must be reminded about the safety benefits of winter tires, he says.

Continental took a step in this direction two years ago by launching its “45-Degrees Campaign.”

Winter-tire use is mandated in parts of Europe, as well as the Canadian province of Quebec.

Previous safety-related campaigns involving Continental, such as its active endorsement of electronic stability control, have influenced legislation. The National Highway Traffic Safety Admin. has ordered all passenger cars and light trucks sold in the U.S. must be equipped with ESC by the ’12 model year.